Partly in celebration of Father’s Day, and partly in response to the criticisms it received for releasing a pro-gay ad featuring a lesbian couple, the US clothing retailer JC Penney has released another pro-gay ad, this time featuring two dads.

Now, as if in direct reply to these criticisms, JC Penney has released an ad for Father’s Day, featuring a real life gay male couple, Todd Koch and Cooper Smith, with their children Claire and Mason. The accompanying text reads: ‘First Pals – What makes Dad so cool? He’s the swim coach, tent maker, best friend, bike fixer and hug giver – all rolled into one. Or two.’

One Million Moms has predictably moved to criticise the retailer, for allegedly ‘continuing down the same path of promoting sin in their advertisements.’ Repeating the same warning as last time, it warns JC Penney to remain neutral in ‘the culture war,’ lest its members and their supporters boycott the retailer altogether.